Global Finalist2026 Amazon Ads Partner Awards
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Sep – Oct 2026Published 29 October 2026

What’s new in SellerMate

You can now see your true profit after fees and product costs, find out which ads actually lead to purchases, and manage DSP in bulk. The AI agent can also analyse all your accounts in one question.

4

new features

11

enhancements

Start with Profit & Loss →

Headline feature

Ad profit isn’t real profit

The same SKU, two views. Your ads dashboard says it made $3,150. Profit & Loss shows what’s actually left after Amazon fees, returns and product costs.

Ads “profit”: +$3,150Net profit: +$562
Example data
$4,200
−$310
−$1,288
−$1,050
−$990
+$562
SalesRefundsAmazon feesAd spendCost of goodsNet profit

New features

Things you couldn’t do in SellerMate before this release.

NewUnlimited and Enterprise plans

Profit & Loss

The problemROAS and the ads “profit” metric can make a product look healthy while fees, returns and product costs mean it’s losing money. Until now you had to rebuild this in spreadsheets from Seller Central exports.

Example

Ad profit isn’t real profit

The same SKU, two views. Your ads dashboard says it made $3,150. Profit & Loss shows what’s actually left after Amazon fees, returns and product costs.

Ads “profit”: +$3,150Net profit: +$562
Example data
$4,200
−$310
−$1,288
−$1,050
−$990
+$562
SalesRefundsAmazon feesAd spendCost of goodsNet profit

Ad profit vs. real profit for one SKU.

What’s new

  • Net profit and margin built from Seller Central finance data: sales, refunds, Amazon fees, ad spend and cost of goods.
  • Four views: statement, by day, by SKU and by product family.
  • Fee breakdown by referral, FBA, closing, storage and Easy Ship, each as a percentage of sales.
  • Cost of Goods page: type, paste or upload unit costs. Products without a cost use an estimate and are flagged.
Who it’s for
Sellers on the Unlimited and Enterprise plans. An Owner or Admin switches it on.
Requires
Seller Central connected with finance access
Where
Retail report → Profit & Loss
How to use it
  1. 1Connect Seller Central with finance access.
  2. 2Go to Retail report → Profit & Loss and switch it on.
  3. 3Add unit costs on the Cost of Goods page.
  4. 4Open the SKU view to find products that sell well but lose money.
Open Profit & Loss →
NewAll plans

Attribution reports

The problemLast-click reporting gives all the credit to the final ad. Campaigns that start the shopper’s journey look wasteful and get cut, and you can’t tell how long shoppers take to decide.

Path to Conversion report in SellerMate, opened from AMC in the side menu, showing ad-type paths such as SP then SB with occurrences, impressions, cost, purchases and sales.

Path to Conversion shows which ad sequences lead to purchases, and what each one costs.

What’s new

  • Path to conversion and time to conversion at ad and campaign level.
  • Four models: last touch, first touch, linear and position-based.
  • Custom events such as Prime Day or Black Friday, to compare the lead-up and lead-out and plan the next budget.
  • Cleaner views: active and inactive campaigns shown separately, plus portfolio-level views.
Who it’s for
Sellers and agencies
History
The last 3 months of data, resynced every month.
Where
AMC → Path to Conversion, Time to Conversion, Custom Attribution
How to use it
  1. 1Go to AMC → Path to Conversion and choose your AMC instance and month.
  2. 2Switch between By Ad Type and By Campaign to see which sequences, such as SP → SB, lead to purchases.
  3. 3Create a custom event for last year’s Prime Day and compare it with this year’s plan.
Open Attribution →
Automation liveBulk actions rolling outUnlimited and Enterprise plans

DSP management and automation

The problemManaging DSP meant editing line items one at a time, so pausing underperformers or moving budget mid-flight was slow. DSP spend was also hard to connect to conversions.

DSP Bulk Actions page in SellerMate, opened from DSP then Bulk Action then Campaigns, with 22 campaigns selected and the Bulk Action button ready.

Select campaigns, then apply one bulk action to all of them.

What’s new

  • Bulk actions: pause or enable campaigns and line items, and change flight or line item budgets by an amount or percentage, even mid-flight.
  • Automation rules that pause or enable campaigns and raise or lower budgets for you.
  • One table per campaign with goal, KPI, delivery status and results. Filter, save presets and export to CSV.
  • AMC audiences on line items as Include or Exclude, and DSP path to conversion by campaign.
Who it’s for
Agencies and brands running Amazon DSP, on the Unlimited and Enterprise plans
Requires
A connected Amazon DSP account
Where
Bulk actions: DSP → Bulk ActionAutomation: Smart Automations → Automation → Create Automation Rule → DSP Campaign
How to use it
  1. 1Go to DSP → Bulk Action → Campaigns and filter by delivery status or KPI.
  2. 2Select the campaigns you want, then use Bulk Action to pause them or change budgets by a percentage.
  3. 3To automate it, go to Smart Automations → Automation → Create Automation Rule → DSP Campaign.
Open DSP campaigns →
NewUnlimited and Enterprise plans

AMC audiences

The problemSimple audiences couldn’t express real retargeting logic like “lapsed buyers who haven’t bought recently”. You couldn’t see an audience’s size until you’d built it, and AMC setup took manual work.

Create Audience window in SellerMate, opened from AMC then Create AMC Audience, showing the rule builder, Start from a template and Estimate size.

Start from a template, then check the size before you save.

What’s new

  • Rule-based audiences combining purchase history, order counts and date windows.
  • Size estimate before you create an audience.
  • Add-to-cart audiences for shoppers who didn’t buy, usable in Sponsored Ads.
  • Multiple audiences per campaign, and AMC reports that sync automatically.
  • New audience templates: start from a ready-made template instead of building rules from scratch.
Who it’s for
Sellers and agencies using Amazon Marketing Cloud
Requires
An AMC instance. Status updates usually arrive within 24 hours.
Where
AMC → Create AMC Audience
How to use it
  1. 1Go to AMC → Create AMC Audience, choose Rule Based Audience, and pick Sponsored Ads or Amazon DSP under Activate in.
  2. 2Click Start from a template, or add a rule such as purchased 90–365 days ago and not in the last 30.
  3. 3Click Estimate size to check the reach, then Save Audience.
Create an audience →

Enhancements

Improvements to features you already use.

ImprovedPaid plans

Multi-account AI analysis

The problemAgencies and multi-account sellers had to ask the agent about each account separately, and finding wasted spend still meant reviewing search terms by hand.

SellerMate AI agent answering a cross-account question: four example brands compared over the last 30 days in USD, with Maple Trail Outdoors flagged for high ACOS and Kesar Naturals flagged for more budget.

One question, every account. Example data with fictional brands.

What’s new

  • Ask across accounts: analyse several Amazon Ads accounts in one question.
  • Wasted spend and negatives: the agent finds wasted search terms and adds negative keywords from chat.
Who it’s for
Agencies and sellers with more than one account
Where
AI agent tab
How to use it
  1. 1Ask: “Compare ACOS across all my accounts for the last 30 days.”
  2. 2Ask: “Find search terms with spend but no sales this month and add them as negatives.”
Open the AI agent →
ImprovedAll plans

Changes on performance graphs

The problemWhen ACOS or spend jumped on a campaign, the graph showed the jump but not its cause. You had to search the logs to find out whether a bid change, a bulk edit or an automation rule was behind it.

Target performance graph in SellerMate, opened from Bulk Actions, with Show changes on and a bid change marker open showing the change from 3.91 to 4.3 and a link to the Activity log.

Each orange marker is a change. Click one to see what changed, then open it in the Activity log.

What’s new

  • Change markers on every graph: the line graph on each campaign and target now marks where a change happened.
  • All change types: manual edits, bulk actions, automation rules and AI agent changes each get a marker.
  • Details in one click: see what changed, when and how, such as a bid moving from ₹3.91 to ₹4.3, with a link to the full entry in the Activity log.
  • Show changes toggle: turn markers on or off, and view by day, week or month.
Who it’s for
Sellers and agencies who want to see why performance moved
Where
Bulk Actions → Targets → hover a target → View target performance
How to use it
  1. 1In Bulk Actions, go to Targets and hover the target whose ACOS jumped to find the View target performance icon. Click it.
  2. 2Turn on Show changes. Orange markers appear on the dates where something changed.
  3. 3Click the marker just before the jump to see the change, then See details in Activity log for the full entry.
Open Bulk Actions →
ImprovedPaid plans

Activity logs

The problemManual edits, bulk actions, automation and AI changes were recorded in different places, so there was no single history of who changed what in an account.

What’s new

  • One log for manual, automation and AI agent changes, linked to campaign results.
  • Campaign change logs showing who changed targets, bids and settings.
Who it’s for
Agencies and teams with several people editing accounts
Where
Account → Settings → Activity logs
How to use it
  1. 1Go to Account → Settings → Activity logs.
  2. 2Filter by campaign, change type or person.
  3. 3Open a change to see what it was, who made it and how results moved after it.
Open Activity log →

More enhancements

  • Fewer false alertsNotableToday’s conversion data is incomplete until the day ends, which used to make ACOS look worse than it was. The AI agent now analyses data up to yesterday only, so you won’t get false “ACOS is rising” alerts.
  • Multilingual chatChat with the AI agent in French, Spanish and other languages.
  • AI memoryThe agent can refer to earlier conversations and saved information.
  • Chat file uploadsAttach files from the chat menu.
  • Chat rename and searchRename chats and search past conversations.
  • Budget historySee budget changes by day, week or month.
  • Portfolio viewsProduct and campaign performance reports now group by portfolio.
  • New MCP toolsListing Hierarchy Mapping and Live Ads Tracking History are now available to AI tools connected through MCP.

Coming soon

More marketplaces and ad channels, managed alongside your Amazon accounts.

  • Flipkart AdsFlipkart marketplace
  • Walmart AdsWalmart marketplace
  • Meta AdsFacebook and Instagram
  • eBay AdseBay marketplace

In development. Timing and details may change.

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